HOLMDEL, N.J. — Market Performance Group, an omnichannel commerce agency, has acquired Telmark Sales Solutions, adding specialized expertise in alternative retail channels as brands increasingly look beyond traditional grocery and mass outlets for growth.
The acquisition strengthens MPG’s end-to-end commercial capabilities by incorporating Telmark’s long-standing experience in channels such as convenience, inner-city retail, downstream master distributors, hospitality, tobacco, beauty and barber, bakery, and sporting goods. Financial terms of the deal were not disclosed.
MPG chief executive officer Jason Reiser said alternative channels represent one of the most significant growth opportunities for consumer packaged goods suppliers, but remain difficult to navigate without specialized knowledge. “By combining MPG’s end-to-end omnichannel commerce strategy with Telmark’s deep alternative channel expertise, we’re giving brands a powerful way to expand distribution, build share, and grow profitably in the places where their shoppers are already buying,” Reiser said.
Telmark has built a reputation for driving profitable growth for both emerging and established brands across personal care, health, household and lifestyle categories. The company is widely known for helping brands gain traction in fragmented and nontraditional retail environments that often require different selling models, distribution strategies and operational approaches than conventional retail.
Culturally, the two organizations share a performance-driven approach, with dedicated client teams and leadership groups that bring decades of category and channel experience. MPG said the addition of Telmark further enhances its ability to deliver integrated commercial solutions across the full commerce landscape.
Dan Van Daalwyk, president of Telmark, said the transaction allows the firm to scale its impact for clients. “We’ve built our business by helping brands win in complex alternative channels,” Van Daalwyk said. “Plugging that expertise into MPG’s broader omnichannel platform, analytics, and retailer relationships creates a stronger, more complete growth partner for CPG suppliers.”
Under the agreement, Van Daalwyk will continue to lead the Telmark business as president, reporting to MPG general manager Chris Skyers. He will be supported by Kay Halbrook, vice president of sales operations, and Telmark’s Wisconsin-based team of alternative channel specialists.
MPG said the combined organization will help brands elevate alternative retail from a secondary consideration to a core component of their total commerce strategies, positioning these channels as strategic growth engines alongside traditional and digital retail.
Market Performance Group works with brands across industries to develop go-to-market strategies, advanced analytics and retailer relationships designed to accelerate profitable growth across omnichannel environments.
